Dr. Granados Outlines the Many Ways Gen Z Consumes Content

In his regular column in Forbes, Dr. Nelson F. Granados explores Gen Z media consumption habits. Dr. Granados is Associate Professor of Information Systems and Director of the Center for Applied Research at the Peppedine Graziadio School, and Co-Director of the Institute of Entertainment, Media, and Culture at Pepperdine. He contributes to Forbes on matters relating to entertainment, media, and business.

Dr. Granados notes that members of Generation Z (those born between 1995 and 2012) are digital and social media natives. They consume most of their entertainment content on smartphones and are not likely to establish cable TV accounts. They also spend more time on social media apps than their predecessors. Influencers who make their name on Instagram, Musical.ly, and YouTube, are an increasingly important driver of consumption, with content adapting accordingly.